Not very far from where I live we find the head office of Swedish company, Oscar Jacobson. Internationally they are most known for their golf wear, which you can find at Harrods for instance. When it comes to regular men's wear they are working for a rejuvanation of the brand which of course is needed considering the change in demographics. They made an earlier try in the 1990s that unfortunately went belly up. When you want to change the image of a brand you walk on a thin line. On the one hand you want to attract new customers but you don't want to alienate established customers in the process. I think that Oscar Jacobson considering what I just mentioned has done a good job but personally I would have wanted just a bit more.
//P.
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